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Article

Promoting Sustainable Tourism Through Employee Skills: Contextualizing Quality Education and the Human Resource Management Perspective (SDG-4)

by
Abdullah Mobarak Bindawas
1,2
1
Department of Business Administration, Applied College, King Khalid University, Abha 61421, Saudi Arabia
2
Center for Tourism Research and Economics (CTRE), King Khalid University, Abha 61421, Saudi Arabia
Sustainability 2025, 17(2), 748; https://doi.org/10.3390/su17020748
Submission received: 13 December 2024 / Revised: 5 January 2025 / Accepted: 14 January 2025 / Published: 18 January 2025
(This article belongs to the Section Tourism, Culture, and Heritage)
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Abstract

:
This research sought to establish the interdependent relationship between various factors concerning employee skills and sustainable tourism with the goal of achieving the targets set under the SDG-4. In this study, the soft and hard skills related to employability skills were the independent variables whereas sustainable tourism development was the dependent variable. The primary data were collected from 253 industry experts, including tour operators, hotel managers, travel agents, and destination marketers, offering significant perspectives on the operational intricacies and difficulties encountered within the tourism sector. Further, this research explored the importance of these factors using importance performance map analysis (IPMA). A measurement model was developed from the respondents specialized in the field of tourism. This research utilized statistical methodologies to assess the significance of various employee skills in promoting sustainable tourism. These findings demonstrate the significant impact of interpersonal, communication, competence, problem solving, and technological skills in promoting sustainable tourism. Further, it was found that competence skills had the highest importance and success in promoting sustainable tourism. These findings have significant implications for managers and stakeholders, encompassing strategic insights into workforce training, technological integration, and sustainability practices. Educational institutions should prioritize training programs that enhance the interpersonal, communication, competence, problem solving, and technology skills of their students to fulfill SDG-4. By investing in the development of these skills, educational institutions can develop a more adaptable and skilled workforce capable of promoting sustainable tourism. Novelty stems from this study’s comprehensive investigation of both soft and hard skills, yielding a holistic understanding of their collective influence. This study contributes to existing knowledge by examining the relationships between skill set requirements and the educational setup in the context of the Aseer region of Saudi Arabia.

1. Introduction

Tourism has become a fundamental element of worldwide economic progress, promoting the exchange of cultural, financial well-being, and environmental consciousness [1]. The importance of human capital, particularly employees’ skills, in improving the tourism industry is becoming more and more apparent as countries throughout the world work towards its development [2]. Employee skills comprise a wide range of abilities, including both soft skills such as communication and teamwork and hard skills like fluency with technology [3,4,5]. This study aims to investigate the significant influence of employee skills on the sustainable growth of tourism, with a specific focus on both the global perspective and the unique circumstances of Saudi Arabia.
Globalization and technological improvements have led to remarkable expansion and transformation in the tourism sector on a worldwide scale [1,6]. The need for proficient and versatile staff is emphasized by the ever-changing character of the tourism industry, where the capacity to handle intricate difficulties and deliver outstanding experiences to tourists is vital [7]. As destinations vie for attention at an international level, the significance of employees’ skills in influencing the long-term viability of tourism development becomes a crucial subject of investigation [8].
In Saudi Arabia, a country undergoing significant socio-economic changes [9] and ambitious tourism development projects, having highly qualified staff is of utmost significance [10]. The Kingdom’s Vision 2030 prioritizes tourism as a key component of its diversification strategy, with the goal of establishing the nation as a prominent worldwide tourism center [11]. This research seeks to further the realization of this goal by examining the precise influence of employee skills, encompassing both soft and hard skills, on the sustainable growth of the tourism sector in Saudi Arabia. The tourism industry in Saudi Arabia is now experiencing a significant transformation, driven by the ambitious objectives set forth in Vision 2030. This vision places a strong emphasis on the role that tourism plays in promoting economic diversification. Saudi Arabia, recognized for its historical religious significance as the birthplace of Islam, annually draws millions of visitors for the Hajj and Umrah, so the religious tourism sector is both culturally significant and economically vital. Using its varied landscapes and rich cultural legacy, the nation is carefully growing its leisure tourism industry in parallel. The Red Sea Project, Qiddiya Entertainment City, and NEOM are ambitious endeavors designed to establish Saudi Arabia as a prominent international hub for leisure and entertainment [6,12]. Commencing in 2019, the development project will provide a range of amenities such as international sports arenas, racetracks, family-friendly theme parks, academies for sports and arts, and concert and entertainment facilities. Significantly, the development plan will incorporate a Six Flags amusement park housing the roller coaster with the greatest length, height, and speed in the world [11]. Religious tourism, including the annual pilgrimage of Hajj and Umrah, is a crucial component of Saudi Arabia’s tourism sector. The holy cities of Mecca and Medina draw a significant number of Muslim pilgrims, creating a huge impact on the economic and cultural landscape of the country. Saudi Arabia is making significant investments in broadening its tourism offerings while acknowledging the potential of leisure travel [13]. The Kingdom offers a wide range of options for leisure travelers due to its extensive and diversified landscape, which encompasses the ancient remnants of Al-Ula and pristine beaches along the Red Sea. With the flourishing of the tourism industry, the demand for a highly skilled workforce becomes imperative. Proficiency in employee skills, including customer service, linguistic fluency, and technical proficiency, is essential for ensuring a seamless experience for visitors, regardless of whether they are undertaking a spiritual journey [14] or participating in recreational pursuits. Ensuring the growth and global appeal of Saudi Arabia’s tourism business in its diverse landscape requires the establishment of a skilled and adaptable workforce equipped with a broad set of employee skills.
Now, the following question arises: how can soft skills impact the sustainable expansion of the tourism industry in Saudi Arabia? The intricate interplay of soft skills and their impact on the sustained expansion of the tourism industry in Saudi Arabia is crucial for the sector’s development [15]. This research seeks to analyze the influence of crucial non-technical abilities, such as communication, teamwork, planning and organization, emotional intelligence, interpersonal skills, and competence, on the total ability of the tourist workforce to withstand and adjust to challenges. This study will focus on examining the extent to which effective communication enhances cultural exchange, the ways in which teamwork enhances cooperation in tourism-related tasks, and how emotional intelligence and interpersonal skills contribute to creating a welcoming and inclusive destination. The current research seeks to elucidate the fundamental mechanisms via which these soft skills contribute to the sustainable growth of Saudi Arabia’s burgeoning tourism industry, through a comprehensive analysis. Soft skills are essential for driving the sustainable growth of the tourism sector in Saudi Arabia [16]. Interpersonal skills, communication skills, and competence skills play a crucial role in several parts of the industry, promoting healthy interactions, maintaining cultural sensitivity, and improving overall sustainability. Soft skills may significantly influence the sustainable growth of the tourism sector in Saudi Arabia in several ways.
This study adopts human capital theory [17], which emphasizes the importance of investing in human capital. This theory further highlights the importance of (soft and hard skills) training and educating the work force to enhance workplace productivity. For human resource managers, this theory has a profound important implication for talent management and the development of a new workforce. This helps in developing the recruitment strategies required to attract and develop the right kind of workforce in an organization that is productive and sustainable. This theory has been implemented in the context of the tourism sector by various researchers, who have found that it helps to explain important contributions to SDG 4 and SDG8 [18,19,20,21]
Interpersonal skills, namely soft skills [22,23], have a direct impact on how visitors evaluate their interactions with the local population and professionals in the tourism industry [24]. A hospitable and amiable attitude fosters favorable encounters, resulting in heightened levels of visitor contentment [25]. Tourists who are satisfied are more inclined to actively participate in promoting the place and adopt sustainable behaviors [26]. Proficiency in interpersonal skills and cultural competency are crucial for tourism workers to effectively interact with local people [27,28]. Engaging in respectful exchanges and demonstrating an appreciation for cultural subtleties fosters the development of trust and cooperation [29,30,31]. The symbiotic relationship between the sector and local people promotes reciprocal comprehension and upholds sustainable tourism practices that are congruent with cultural values. Effective communication skills, especially in the context of sustainable tourism practices, play a crucial role in transmitting information to tourists [31]. Conveying information in a concise and impactful manner enables tourists to comprehend the significance of responsible conduct, environmental preservation initiatives, and safeguarding cultural values [32]. Consequently, this fosters a sense of motivation among visitors to engage in sustainable endeavors and demonstrate reverence for indigenous traditions. During unforeseen obstacles or crises, soft skills like problem solving and conflict resolution become essential [33,34]. Tourism personnel possessing these abilities can immediately tackle challenges, therefore reducing adverse effects on the industry’s reputation and ensuring a quick restoration of sustainable practices. Soft skills enhance the capabilities and self-confidence of the local workforce [29,34]. Training programs that specifically target interpersonal skills and communication skills have the potential to improve the active engagement of local inhabitants in the tourism business. Individuals who possess a sense of empowerment are more inclined to make good contributions to sustainable projects and actively participate in the responsible development of tourism. Developing and sustaining cooperative relationships among diverse stakeholders, such as government institutions, local enterprises, and non-governmental organizations, requires essential soft skills [3,25,29,34]. Efficient coordination facilitates synchronized endeavors in sustainable tourism planning [35,36], guaranteeing that the industry’s growth is in harmony with wider environmental and socio-cultural objectives. Soft skills play a crucial role in creating educational programs that effectively inform tourists about the need for sustainable behaviors. Interpersonal skills and communication skills facilitate the efficient conveyance of educational messages, exerting influence on tourist behavior and promoting responsible decision making during their visit.
Similarly, the following question must also be investigated: what is the specific influence of soft and hard skills, as well as the use of technology skills, on the long-term development of the tourism industry in Saudi Arabia? The sustained growth of the tourism sector in Saudi Arabia is delicately shaped by a combination of both soft and hard skills, together with technological improvements [24]. Interpersonal skills and cultural awareness have a huge influence on the tourist experience by promoting good interactions and creating a welcoming environment. These skills enhance tourist pleasure and, in the long run, boost cultural preservation endeavors. Conversely, strong technological skills, namely the ability to solve problems, contribute to the industry’s ability to withstand and overcome issues that may arise during a tourist’s visit. Furthermore, technology plays a crucial role in optimizing tourism operations, including streamlined booking procedures and the dissemination of information regarding local points of interest, thereby augmenting overall visitor contentment [2]. The incorporation of these sets of skills and technical advancements enhances the continuous expansion and cultural endurance of the tourism sector in Saudi Arabia.
The present research is based on human capital theory to advance a scientific analysis of the skills needed for workforce productivity and sustainability in various industries, including tourism. Findings of prior research suggest that soft and hard skills enhance the achievement of the intended SDGs (SDG 4 and SDG 8), especially in the promotion of sustainable economic development and quality education. In addition, the use of technology and skill development explores the practice of incorporating technological applications and skill enhancement in line with theoretical and empirical studies. Therefore, by relating this research to the existing theoretical and empirical literature, a scientifically correct study of the role of employee skills in the advancement of sustainable tourism in Saudi Arabia is conducted.
This paper is divided into five sections, starting with Section 1, related to the Introduction, followed by a review of literature and hypothesis development. Section 2 is related to the Materials and Methods, followed by Section 3, related to the Results. Section 4 is related to the Discussion, and the final section, Section 5, is related to the Conclusions and Limitations of this study.

1.1. Literature Review and Hypothesis Development

Efficient communication, which is a fundamental aspect of interpersonal skills, plays a vital role in dealing with the varied and multicultural characteristics of the tourism sector. Researchers argue that effective communication [7] not only helps in bridging cultural differences between visitors and local populations but also plays a crucial role in improving the entire visitor experience. The importance of having excellent interpersonal skills is emphasized in the literature, as they help create a welcoming and inclusive environment for visitors [24]. Some researchers have highlighted that fostering good connections between visitors and host communities not only improves the overall visitor experience but also corresponds with the idea of responsible and sustainable tourism [37]. Furthermore, previous research substantiates the claim that teamwork, planning, and organizational skills play a crucial role in guaranteeing the effective operation of tourism-related activities [7]. Collaborative work, along with careful planning and organization, creates an environment that supports sustainable tourism. This is achieved by promoting the efficient use of resources and minimizing negative effects on local cultures and environments. In general, the literature highlights the essential importance of soft skills in molding the human element of tourism, emphasizing their diverse contribution to promoting sustainable and a peaceful tourism environment.
A crucial and indispensable contribution to the body of knowledge is the examination of technological skills within the framework of Saudi Arabia’s sustainable tourism development. One of these studies emphasizes the importance of problem solving skills in addressing the complex challenges faced by the tourism sector, as seen by the move towards prioritizing hard skills. The conducted research highlights the importance of problem solving skills in promoting environmental protection and fostering effective community engagement, both of which are crucial components of sustainable tourism. Furthermore, a previous study underscores the need for the continuous learning and development of job-related life skills as essential factors in enhancing the flexibility of the workforce. According to researchers [3,4,5], it is beneficial to have a workforce that possesses a combination of both soft and hard skills to effectively adapt to the dynamic global of the tourism sector. Moreover, another study investigates technological proficiency as a vital technical ability, acknowledging its dual role in promoting operational effectiveness and strengthening the competitive position of Saudi Arabian destinations in the era of digitalization. According to a survey, those who possess advanced technological skills are more likely to attract tourists effectively. This research seeks to analyze the distinctive competencies that contribute to the sustainable expansion of Saudi Arabia’s growing tourism industry by conducting a comprehensive examination of hard and soft skills.

1.1.1. Interpersonal Skills (ISs)

Interpersonal skills are considered essential in shaping the growth of sustainable tourism [38,39,40]. Promoting respectful [10,32,41] and productive [42,43] interactions between tourists and local communities is crucial for fostering mutual understanding and appreciation of others’ culture [9]. Professionals argue that having strong interpersonal skills is essential for creating a welcoming atmosphere [44,45,46] in a given location, promoting responsible tourism behavior [25], and facilitating positive interactions between tourists and locals [47]. The commitment to sustainable tourism [25,37] highlights the need for interpersonal skills to cultivate a harmonious and mutually beneficial relationship between visitors and the destinations they travel to. Consequently, we developed the following hypothesis to examine the influence of interpersonal skills on the advancement of sustainable tourism.
H1. 
Interpersonal skills have a significant influence on the development of sustainable tourism.

1.1.2. Communication Skills (CSs)

The field of sustainable tourism development requires individuals to possess strong communication skills [48], as these abilities serve as a vital component for facilitating successful contact and collaboration among many stakeholders. Effective communication in the tourism industry makes it easier to overcome language barriers and encourages a greater understanding of cultural nuances [49,50], which ultimately results in an enhanced tourist experience. According to the findings of previous research [2,24,47], the value of communication skills in fostering community involvement cannot be overstated. The empowerment of local communities and the guarantee of their active participation in decision making processes that impact tourism development [1] are both adhered to by this approach, which is consistent with the ideals of sustainable tourism [14,16]. Consequently, we developed the following hypothesis to examine the influence of communication skills on the advancement of sustainable tourism.
H2. 
Communication skills have a significant influence on the development of sustainable tourism.

1.1.3. Competence Skills (CompSs)

Having the ability to demonstrate competence is seen as a crucial feature that influences the growth of tourist destinations in the long run [51]. These skills encompass a wide range of skill sets as well as information that is relevant to the sector like understanding the needs of individuals, having a prompt response and instant decision making soft skills and hard skills, among others [4,5,52]. According to the researchers in [2], it is essential to have qualified personnel to successfully carry out sustainable tourist activities. Among these practices are actions such as the preservation of the environment [38,53] and the utilization of technology in the administration of tourism places [3,5]. It is emphasized in the literature that continuous skill building and training are required to ensure the competency of tourism professionals in response to shifting industry trends [54,55]. This will ultimately promote the durability and flexibility of sustainable tourism development. Consequently, we developed the following hypothesis to examine the influence of competence skills on the advancement of sustainable tourism.
H3. 
Competence skills have a significant influence on the development of sustainable tourism.

1.1.4. Problem Solving Skills (PSSs)

According to research which highlights the vital function that problem solving skills play in handling complicated issues in the tourism sector [56,57,58], the noteworthy effect of problem solving abilities on the development of sustainable tourism is consistent with these findings. Previous research has highlighted the value of problem solving skills in terms of minimizing negative effects on the environment [59] and encouraging community engagement [2,51], both of which are vital components of sustainable tourism. To ensure the long-term viability of tourism development, it is vital for destinations and organizations to have the ability to successfully handle and solve complex challenges [7]. Some examples of these difficulties include the management of resources [15], the preservation of culture [24], and collaboration with stakeholders. There is a clear association between the ability to solve problems and the development of sustainable practices in the tourism industry. Consequently, we developed the following hypothesis to examine the influence of problem solving skills on the development of sustainable tourism.
H4. 
Problem solving skills have a significant influence on the development of sustainable tourism.

1.1.5. Use of Technological Skills (UTSs)

Technological skills play a crucial role in promoting sustainable tourism development by generating several positive effects [38,60,61]. Technology enables the monitoring and optimization of energy, water, and waste systems [62], therefore facilitating effective resource management in tourist locations [63]. Intelligent technology, such as automated systems for conserving energy [64], not only diminishes environmental harm but also promotes long-term sustainability [13,65]. Furthermore, technology amplifies communication and education endeavors, acting as a medium for the distribution of knowledge on sustainable practices to both visitors and residents [9]. Digital platforms such as channels, websites, and mobile applications have a vital role in spreading word-of-mouth [66,67], teaching tourists about the cultural and environmental importance of locations and promoting a responsible conduct. Finally, technology facilitates the use of data to make informed decisions, offering stakeholders vital information for efficient tourism management. Examining data about tourism trends, environmental effects, and cultural preservation enables the making of well-informed and strategic choices that are in line with sustainable tourism objectives, a practice which is also important in other sectors [68]. Essentially, the incorporation of technology serves as a catalyst for beneficial transformation [69,70], fostering responsible tourism practices, and aiding the enduring sustainability of the tourism sector [25]. Studies that demonstrate that technological skills have a significant impact on the development of sustainable tourism are now being conducted. This is in line with the continuously growing role that technology plays in transforming the tourism sector. Technology is a means of enhancing both operational efficiency and competitiveness in the digital world [63]. It is thus vital to possess a solid grasp of technology. Our hypothesis therefore states that the use of technological skills has an impact on sustainable tourism development.
H5. 
The use of technological skills has a significant influence on the development of sustainable tourism.

1.1.6. Sustainable Tourism Development (STD) Framework

Our extensive review of the literature led to the formation of a sustainable tourism development framework. The study framework’s independent variables include a wide range of abilities possessed by workers in the tourism industry (Figure 1). The first set of independent variables consists of soft skills [4,5], which encompass interpersonal skills, communication skills, and competence skills. These skills are acknowledged for their crucial role in shaping the human aspect of tourism, impacting visitor experiences, and creating a favorable environment for sustainable development. The second group of independent variables includes hard skills [4,71], such as problem solving skills and technological skills. These skills emphasize the ability to adapt and continuously learn, crucial for successfully managing the complex problems of the tourism industry. This recognition is based on the understanding that technology plays a crucial role in improving operating efficiency and increasing competitiveness in the digital age. Sustainable tourism development is the dependent variable in this study framework, which reflects the larger aim of comprehending how these skills—both hard and soft—contribute to the main goal of promoting sustainability within the tourism industry.

1.1.7. Theoretical Underpinning

Human capital theory [17], which is directly related to this study, states that spending money on people’s education, training, and skill development—all forms of human capital—is an assured way to boost economic growth and productivity. The importance of improving the skills of tourism professionals may be better understood within the framework of sustainable tourism, as seen through the lens of human capital theory. This study seeks to shed light on human capital benefits to the tourism sector by analyzing both soft skills, such as interpersonal skills, communication skills, and competence skills [5,24,72,73], and hard skills, such as problem solving skills and technological skills (see Figure 2) [7,74,75]. This study seeks to explore how this accumulation of human capital, in the form of enhanced employee skills, serves as a catalyst for sustainable tourism development, influencing visitor satisfaction, community relations, and the overall ecological and cultural sustainability of tourist destinations.

2. Materials and Methods

The main objective of this study was to explore the interplay of employability skills and sustainable tourism development. To this aim, employability skills capable of impacting tourism development, particularly in relation to SDG-4 and SDG-8, were identified and split between two groups (soft and hard skills). Further, this study tried to establish a relationship between soft and hard skills to explore how they contribute to sustainable tourism development. SMART PLS-4 software was used to do the analysis for this study.

2.1. Sample and Data Collection

The respondents in the data collection process were industry experts, including tour operators, hotel managers, travel agents, and destination marketers, who offered significant perspectives on the operational intricacies and difficulties encountered within the tourism sector. These individuals had direct experience in implementing sustainable tourism practices and understanding their influence on the growth of tourism. The data were collected during the months of November and December 2023, from the Aseer province of Saudi Arabia, namely Abha, Khamis Mushait, and Bishah. A sample of 100 respondents each from these cities were targeted, and, finally, 253 questionnaires were included after deleting incomplete and outlier responses, totaling a response rate of 84.33%. As the data were collected from employees responsible for the recruitment of other staff members, all respondents were directly or indirectly associated with the HR department. Most of the sample had over five years of work experience (60%) in this sector, followed by zero to five years (25%). These data were collected using a questionnaire administered online and in person (Table 1 and Appendix A).

2.2. Measurement Scale and Variables

The primary data were collected using a five-point Likert scale, with responses ranging from strongly disagree to strongly agree. This scale was adapted from various past studies measuring sustainable tourism. This scale included four statements related to interpersonal skills [76,77], four statements on competence skills [4,39,78], four items relating to communication skills [79], three items around the use of technological skills [80,81], four items linked to problem solving skills [2,4,82], and five items on sustainable tourism development [4,39,78].

3. Results

3.1. Measurement Model

In this study, the Harman single-factor test was performed to solve the issue of common-method bias, as in previous similar studies [83,84,85]. The results of this test revealed that the single factor accounted for about 42%, which was well below the maximum allowed level of 50%. Therefore, this study was free from common-method bias in the collected data. The measurement model checked the validity and reliability (convergent and discriminant) of first-order constructs. These were exact methods used to study the suggested model [86,87]. In this study, interpersonal skills, communication skills, competence skills, problem solving skills, and the use of technological skills were represented as first-order reflective constructs to measure sustainable tourism development.
To calculate the convergent validity of this study, various analyses were conducted, like the calculation of Cronbach’s alpha, outer loadings, composite reliability, and average variance extracted (AVE). During the analysis of the outer loadings, the items with values lower than 0.5 were deleted. All five items were deleted (IS1, C1, IS4, UT4, and UT5) from the final accepted model. The obtained values of AVE, CR, and Cronbach’s alpha were above the threshold levels of 0.5, 0.7, and 0.7, respectively (Table 2).
Discriminant validity was assessed using two approaches after the evaluation of convergent validity. The primary criteria were the cross-loadings of indicators, where the loadings on the associated construct needed to be greater than those on other constructs. The second criterion relied on the squared values of the AVE [88]. In Table 3, a greater value for each item along the diagonal indicates that the necessary discriminant validity has been achieved.

3.2. Structural Model

To test the structural model of this study, the beta and p-values were calculated. It was found that the interpersonal skills (β = 0.209, p < 0.01), communication skills (β = 0.051, p < 0.01), competence skills (β = 0.657, p < 0.01), problem solving skills (β = 0.128, p < 0.01), and use of technological skills (β = 0.044, p < 0.5) significantly impacted sustainable tourism development (Figure 3). The R-square value for sustainable tourism development was 0.977, which indicated a very high level of explanation of variance by these five variables (Table 4).

4. Discussion

To test the impact of employees’ skills on sustainable tourism development, five hypotheses were formulated. All these hypotheses were divided between two groups (soft and hard skills). There were three variables grouped under the soft skills (interpersonal skills, communication skills, and competence skills) and two variables in the hard skills (problem solving skills and use of technological skills) leading to sustainable tourism development. All the hypotheses (H1, H2, H3, H4, and H5) were found to be significant and, therefore, were accepted.
H1, stating that there is a significant impact of interpersonal skills on sustainable tourism development, was accepted. Acceptance of H1, suggesting that interpersonal skills, which are a part of empathy [89], have a major influence on the development of sustainable tourism, is consistent with other study findings and adds to the increasing body of data supporting the significance of interpersonal competences in the tourism industry. Prior research [2,47] has repeatedly shown that superior interpersonal skills among tourism workers have a favorable impact on tourist happiness, community participation, and the overall sustainability of tourist destinations. These studies highlight the crucial significance of human contact in influencing tourist experiences and cultivating favorable relationships between visitors and local people. Within the Aseer area of Saudi Arabia, where tourism is rapidly growing, the outcomes align with the cultural focus on hospitality and customized service. The amiable demeanor dictated by good interpersonal skills in Aseer not only enhances the contentment of tourists but also corresponds to the overarching objective of sustainable tourism development by cultivating a favorable and all-encompassing atmosphere. This emphasizes the widespread relationship between interpersonal skills and sustainable tourism development, highlighting their significance in many cultural and geographical settings. The findings not only confirm previous research patterns but also offer contextualized knowledge of the importance of interpersonal skills in contributing to the sustainable development of tourism in the Aseer area.
H2, stating that there is a significant impact of communication skills on sustainable tourism development, was accepted. The acceptance of H2, claiming a significant influence of communication skills on sustainable tourism development, aligns with an ample amount of prior research that continually acknowledged the crucial importance of proficient communication in the tourism industry. Several studies [2,24,47] have confirmed a direct relationship between improved communication abilities among tourism workers and the sustainable advancement of tourist locations. These studies emphasize that effective and engaging communication not only enhances tourist happiness but also cultivates open and cooperative connections within local communities, fostering a sense of inclusiveness. In the Aseer region of Saudi Arabia, where cultural subtleties are important in defining the tourist experience, the adoption of H2 is in line with the emphasis placed on effective communication to ensure that tourists can smoothly integrate with local customs. These results support the notion that efficient communication plays a crucial role in promoting sustainable tourism worldwide. Specifically, in the Aseer area, communication is pivotal in maintaining a balance between preserving cultural heritage and meeting the changing demands of the tourism sector. Therefore, the adoption of H2 not only corresponds to recognized study patterns but also offers useful insights into the distinct dynamics of communication skills and their influence on the sustainable growth of tourism in the Aseer region.
H3, stating that there is a significant impact of competence skills on sustainable tourism development, was accepted. The validation of H3, suggesting a significant influence of competence skills on the advancement of sustainable tourism, is corroborated by the existing literature that highlights the diverse and major function of competence skills in the tourism industry. Multiple research studies [2,51] have emphasized the significance of competency skills in the tourism industry. These skills play a crucial role in promoting sustainable practices and facilitating long-term growth [89] in tourist destinations. These studies emphasize the importance of having highly qualified and capable personnel to effectively tackle the industry’s many difficulties, including environmental stewardship and community participation. Within the circumstances of the Aseer region in Saudi Arabia, where tourism is becoming increasingly important to the economy, the adoption of H3 aligns with the region’s dedication to promote sustainable tourism based on competence. Proficiency in skills such as effective management and development is essential for successfully managing the delicate equilibrium between tourism expansion and environmental conservation in the Aseer area. This outcome not only corresponds to wider study patterns but also enhances our comprehension of the capabilities that propel sustainable tourism advancement in the distinctive setting of Aseer. Therefore, the adoption of H3 reaffirms the recognized significance of competence skills, while also revealing their subtle influence within the socio-cultural and environmental context of the Aseer area.
H4, stating that there is a significant impact of problem solving skills on sustainable tourism development, was accepted. The confirmation of H4, suggesting a significant influence of problem solving skills on the advancement of sustainable tourism, is consistent with well-established research frameworks that highlight the vital role of proficient problem solving in the tourism industry. Previous research [2,47] has emphasized the direct relationship between proficient problem solving abilities among tourism professionals and the sustainable development of tourist destinations. These findings highlight the need to resolve problems effectively to manage the numerous issues encountered in this line of business, which include reducing environmental consequences and negotiating socio-cultural intricacies. Within the Aseer area of Saudi Arabia, where tourism is rapidly growing among distinct cultural and environmental factors, the adoption of H4 aligns with the region’s dedication to developing a skilled workforce capable of tackling local issues. Proficiency in problem solving is crucial for identifying enduring solutions that effectively reconcile the expansion of tourism with the conservation of cultural heritage and natural resources in the Aseer area. Therefore, the acceptance of H4 not only supports wider study patterns but also enhances our knowledge of how problem solving abilities are crucial in guiding sustainable tourism development in the unique setting of Aseer.
H5, stating that the use of technological skills has a significant impact on sustainable tourism development, was accepted. An established body of research highlights the transformational function of technology in the tourism sector and is in line with the acceptance of H5, which asserts the major influence of the application of technological skills on sustainable tourism development. Prior studies [2,24,63] have emphasized the direct relationship between the technological expertise of tourism professionals and the sustainable progress of tourist destinations. These studies emphasize that properly utilizing technology not only improves operational efficiency [90,91] but also facilitates the adoption of sustainable practices, hence boosting the overall resilience of the tourism business. Within the Aseer area of Saudi Arabia, where tourism is rapidly growing among consideration for distinct cultural and environmental factors, the adoption of H5 is consistent with the region’s dedication to using technology as a catalyst for sustainable tourism. Utilizing technological capabilities is crucial for advancing responsible tourism practices, effectively regulating tourism flows, and mitigating environmental consequences in the Aseer area. Thus, the endorsement of H5 not only aligns with wider study patterns but also enhances our comprehension of how technological competencies significantly influence the direction of sustainable tourism growth in the unique setting of the Aseer region.
The importance performance map analysis (IPMA) shows that competence skills are the most important and those contributing the most to achieving sustainable tourism development (Figure 4). Further, it is visible in the figure that all the components are performing equally, except for the competence skills, which are outperforming the rest.

4.1. Theoretical Implications

This research used human capital theory to establish a theoretical framework. The significant impact of all five constructs (interpersonal skills, communication skills, competence skills, problem solving skills, use of technological skills) on sustainable tourism development was established in this research’s findings, thereby validating the teachings of human capital theory. It was found that the above constructs did not have the same level of influence, with competence skills (β = 0.209, t = 3.322) having the highest impact and the use of technological skills (β = 0.044, t = 1.942) having the least impact on sustainable tourism development. This testified that investment in human capital has different levels of impact in the tourism sector.

4.2. Managerial Implications

The first implications concern investment in employee training and development. Managers should prioritize training programs that enhance the interpersonal, communication, competence, problem solving, and technology skills of their workforce, and, by investing in these skills, organizations can cultivate a more adaptable and skilled workforce capable of contributing to sustainable tourism practices. Strategies for incorporating technology are also key. Indeed, to acknowledge the substantial influence of technological proficiency on sustainable tourism, managers ought to prioritize the incorporation of state-of-the-art technologies into diverse facets of tourism operations. This includes the use of intelligent systems to manage the movement of visitors, the implementation of environmentally friendly technology, and the utilization of digital platforms for communication and marketing purposes. In this study, the Figure 2 depicts the relationship between “soft skills” and “hard skills”. Both tourism industry professionals and local workers may greatly benefit the sector’s capacity to adapt and persevere by investing in the development of these skills.
Another implication of this study is related to cultural sensitivity training. Managers should provide cultural sensitivity training for staff in the Aseer area, where tourism growth and rich traditions coexist, due to the presence of cultural subtleties. This guarantees that communication and interpersonal abilities are finely adapted to the specific local circumstances, promoting favorable relationships with both tourists and the community. There are also implications for protocols for problem solving and crisis management. The recognition of problem solving abilities as a crucial element in the progress of sustainable tourism development highlights the need to be ready for unexpected obstacles. Managers must establish and execute resilient problem solving and crisis management procedures to swiftly tackle challenges and uphold the equilibrium between the expansion of tourism and the preservation of the environment.
Partnership with educational institutions is another aspect that should be taken into consideration. To secure a continuous supply of highly trained individuals, managers should engage in collaboration with educational institutions to customize academic programs that are in accordance with recognized employee skills. This collaboration could enable the establishment of a group of skilled individuals capable of making valuable contributions to the long-term growth and progress of the tourism sector. Establishing strategic partnerships to promote sustainable practices is also important. For example, engaging in partnerships with local communities, environmental organizations, and governmental agencies may assist managers in establishing and enhancing sustainable practices. Through the establishment of strategic alliances, those involved in the tourist industry may together strive to safeguard cultural heritage, the environment, and the general welfare of a given tourist destination.
Ongoing surveillance and assessment are another important aspect. By implementing a system for the ongoing monitoring and assessment of employees’ skills, managers may effectively assess the effectiveness of training programs and make the required modifications. This iterative method guarantees continuous adaptation to changing industry needs and environmental objectives. Strategic plans for implementing and integrating new technologies should also be made. For instance, people could create technology adoption roadmaps that delineate the incorporation of technologies to augment sustainability. Having a well-organized strategy guarantees a steady and efficient integration of technology, whether it be the introduction of energy-saving systems, digital marketing initiatives, or data analytics for informed decision making.

5. Conclusions

In summary, this study has shed light on the complex relationship between employees’ skills and sustainable tourism development, providing significant insights for managers and stakeholders in the Aseer region of Saudi Arabia. The recognition of hypotheses related to interpersonal skills, communication skills, competence skills, problem solving skills, and the use of technological skills highlights the diverse and complex character of the skill sets that contribute to the industry’s ability to adapt and maintain ecological-cultural sustainability. This study’s findings offer valuable insights for making strategic decisions, implementing training programs, and integrating technology to capitalize on the growing tourism sector in the Aseer region. To achieve the sustainable development of the tourism sector in the region, stakeholders should focus on developing a highly skilled and flexible workforce by utilizing technology to promote sustainable practices. This approach will help to maintain a delicate balance between tourism growth and the preservation of local heritage and ecosystems, ensuring long-lasting and harmonious development.

Limitations and Future Research Directions

Although this work has produced valuable contributions, it is not exempt from limitations. Initially, the research concentrated on a particular location, and the results may not be entirely applicable to other cultural and geographical situations. Moreover, this study predominantly relied on self-reported data, which might have possibly introduced response bias. Future studies should strive to broaden the geographical range and utilize more research methodologies to achieve thorough insights. In addition, this study did not explore the categories of technological expertise or cultural subtleties that might impact the correlation between employees’ skills and sustainable tourism. Further studies may offer a more detailed analysis of these issues. Moreover, longitudinal studies have the potential to provide valuable insights into the long-term sustainability impact. Examining the viewpoints of visitors and local communities on the significance of employees’ skills in sustainable tourism development might enhance the results and offer a comprehensive outlook on the topic.

Funding

This work was supported by the Deanship of Scientific Research, King Khalid University of Kingdom of Saudi Arabia, under research funding grant number RGP1/112/44.

Institutional Review Board Statement

This study qualified for institution IRB waiver. The research does not require formal ethical approval based on King Khalid University’s research policies and guidelines.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

Data will be provided upon request to the corresponding author.

Conflicts of Interest

The authors declare no conflicts of interest.

Appendix A. Questionnaire for Sustainable Employability Skills

Items of the ScaleSource
Interpersonal Skills
Smiles while talking[76]
Uses an appropriate formal posture[77]
Uses appropriate gestures while talking
Capable of trust building and honesty
Problem Solving Skills
Able to identify problems and use different methods and sources to analyze them[2,4,82]
Able to come up with some ideas for solving problems by explaining key points clearly, effectively, convincingly, and systematically
Able to provide evidence to support conclusions during discussions or perform tasks well
Able to solve difficult problems by making comparisons to similar problems or find an appropriate analogy from reading or own experience
Communication Skills
Able to communicate or present ideas clearly and effectively[79]
Able to convince someone either orally or in writing by presenting the main points systematically
Able to absorb main ideas and detailed information from oral and written sources
Able to respond in a clear and straightforward manner
UT Skills
Able to use information technology tools such as computers to carry out allotted tasks[80,81]
Knows how to manage social media-related applications
Able to use software or application feature such as a query database
Competency Skills
Able to plan, organize, and complete a task[4,39,78]
Able to promote the benefits and economic value of a product to others
Demonstrates consistency and tenacity in performing tasks
Open to learning new skills
Sustainable Tourism Development Skills
Able to apply soft skills and hard skills[4,39,78]
Able to complete the tasks assigned and take responsibility
Able to work without being dependent on others and quickly adapt to a new environment
Discovers and adopts new and better ways to perform tasks, bringing creativity, ideas, and innovative results, and thinking outside the box
Understands the concepts of waste and sustainability

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Figure 1. Sustainable tourism development framework.
Figure 1. Sustainable tourism development framework.
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Figure 2. Conceptual framework for the promotion of sustainable tourism.
Figure 2. Conceptual framework for the promotion of sustainable tourism.
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Figure 3. Path coefficient values.
Figure 3. Path coefficient values.
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Figure 4. Importance performance map analysis.
Figure 4. Importance performance map analysis.
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Table 1. Demographic profile.
Table 1. Demographic profile.
CharacteristicsNPercentage
Gender
Male13954.94
Female11445.05
City
Abha8935.17
Khamis Mushait7429.24
Bishah9035.57
Work experience
0 to 5 years6425.29
5 to 10 years15260.07
More than 10 years3714.62
Age
Below 203313.04
20 to 308332.80
30 to 405421.34
40 to 50 4718.57
Above 503614.22
Source(s): Authors’ calculations
Table 2. Results of the measurement model.
Table 2. Results of the measurement model.
ConstructItems Loadings VIFCronbach’s αCRAVE
CompSC20.9602.8050.9560.9560.919
C30.9612.003
C40.9555.228
ISIS10.8413.8430.8090.8950.703
IS20.8273.706
IS30.8471.288
CSCOM10.9851.4920.9800.9810.945
COM20.9681.373
COM30.9771.420
COM40.9581.156
PSSPSS10.9531.2900.9820.9820.948
PSS20.9852.486
PSS30.9621.132
PSS40.9941.508
UTSUT10.9802.4970.9830.9840.968
UT20.9981.429
UT30.9732.677
STDSTD10.9852.9650.9280.9550.793
STD20.8602.043
STD30.9721.756
STD40.9662.899
STD50.6111.387
Source(s): Authors’ calculations
Note: Interpersonal skills (IS); communication skills (CS); competence skills (CompS); problem solving skills (PSS); use of technological skills (UTS); and sustainable tourism development (STD).
Table 3. Discriminant validity: Fornell–Larcker criterion.
Table 3. Discriminant validity: Fornell–Larcker criterion.
ConstructsCSCompSISPSSSTDUTS
CS0.972-----
CompS0.5790.959----
IS0.4680.5620.839---
PSS0.5410.5540.2930.974--
STD0.5780.5700.5510.6330.890-
UTS0.2020.1900.1140.4260.2770.984
Note(s): Other entries show the correlations, while the diagonals (in italics) represent the square root of AVE.
Source(s): Authors’ calculations
Note: Interpersonal skills (IS); communication skills (CS); competence skills (CompS); problem solving skills (PSS); use of technological skills (UTS); and sustainable tourism development (STD).
Table 4. Results of the structural model.
Table 4. Results of the structural model.
HypothesisVariablesPath CoefficientsSE t-Statistics (O/STDEV)p-ValuesResults
H1IS → STD0.0512.2310.001Accepted
H2CS → STD0.6573.3220.000Accepted
H3CompS → STD0.2092.0100.000Accepted
H4PSS → STD0.1283.8380.000Accepted
H5UTS → STD0.0441.9420.450Accepted
Source(s): Authors’ own findings.
Note: Interpersonal skills (IS); communication skills (CS); competence skills (CompS); Problem solving skills (PSS); use of technological skills (UTS); and sustainable tourism development (STD).
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Bindawas, A.M. Promoting Sustainable Tourism Through Employee Skills: Contextualizing Quality Education and the Human Resource Management Perspective (SDG-4). Sustainability 2025, 17, 748. https://doi.org/10.3390/su17020748

AMA Style

Bindawas AM. Promoting Sustainable Tourism Through Employee Skills: Contextualizing Quality Education and the Human Resource Management Perspective (SDG-4). Sustainability. 2025; 17(2):748. https://doi.org/10.3390/su17020748

Chicago/Turabian Style

Bindawas, Abdullah Mobarak. 2025. "Promoting Sustainable Tourism Through Employee Skills: Contextualizing Quality Education and the Human Resource Management Perspective (SDG-4)" Sustainability 17, no. 2: 748. https://doi.org/10.3390/su17020748

APA Style

Bindawas, A. M. (2025). Promoting Sustainable Tourism Through Employee Skills: Contextualizing Quality Education and the Human Resource Management Perspective (SDG-4). Sustainability, 17(2), 748. https://doi.org/10.3390/su17020748

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